Aimed to excite the tastebuds of UK shoppers and increase their seafood repertoire, the marketing campaign will run from September by means of to November. This follows the model’s current announcement of a partnership with world soccer celebrity Erling Haaland, hailing from Norway, aimed toward encouraging extra shoppers to eat Norwegian seafood, a staple within the athlete’s successful weight-reduction plan.
The “Discover” marketing campaign is designed to encourage shoppers to include extra seafood into their diets by showcasing the flexibility and ease of cooking with Norwegian seafood, significantly cod and haddock, with their delicate, delicate flavour and texture, Norwegian cod and haddock are excellent protein selections for a wide range of dishes, making it straightforward for shoppers to create satisfying meals for any event.
As highlighted in NSC’s current world seafood tendencies report, ‘Oceans of Change: Seafood tendencies for 2024’, well being and well-being are as soon as once more on the forefront of client prioritiesi. Extra consumers are actively searching for nutritious meals choices, with a rising emphasis on transparency and sustainability. Furthermore, origin labelling is changing into a extra essential issue when buying, with over half (62%) of UK whitefish shoppers stating that seafood with clear origin labelling influences their selection of shopsii. This pattern underscores the chance to develop the seafood class by means of larger steering, inspiration and celebration of origin to construct client confidence and obtain an understanding for the worth of seafood merchandise.
Seafood from Norway
By way of a collection of participating content material, recipes, and tales, the marketing campaign will present shoppers with the instruments to take pleasure in these healthful whitefish extra at house. The omni-channel marketing campaign will attain hundreds of thousands throughout digital platforms and main nationwide publications, providing a wealth of inspiration for scrumptious meals.
Bringing the marketing campaign to life throughout retail-owned channels, “Discover” is obtainable to UK retailers to interact with shoppers on the level of buy; this 12 months the initiative will probably be activated in Asda and Sainsbury’s nationwide, with a objective for instance the flexibility of responsibly sourced Norwegian cod and haddock and the convenience at which it may be ready at house.
Victoria Braathen, UK director for the Norwegian Seafood Council feedback: “The Discover marketing campaign arrives at a time when shoppers are more and more conscious of their well being and the sustainability of their meals selections whereas on the similar time searching for sturdy worth propositions. Norwegian seafood is the proper match for shoppers wanting wholesome, sustainable and scrumptious meal choices. We’re excited to carry the story of Norwegian cod and haddock to UK shoppers and encourage them to take pleasure in it at house.”
Continued Braathen: “By working carefully with retailers and business companions, we intention to spotlight the significance of origin and supply the inspiration wanted to spice up client confidence in seafood. The Discover marketing campaign is a celebration of world-class seafood and a name to UK shoppers to find the advantages of incorporating extra seafood into their diets. We’re delighted to construct on Discover’s momentum with UK retailers, championing Norwegian seafood and sustaining delight on this evolving class.”